Helzberg Diamonds: Ordained store associates help customers get hitched at Helzberg

Helzberg Diamonds, a jewellery retailer, created a portal that allowed its associates to get ordained to let the brand host its own wedding ceremonies in order to reach newly engaged couples in the US.

Assignment

Since 1915, Helzberg Diamonds has relied on its diamond industry expertise and best-in-class customer service to help further its mission to spread love via its family of more than 200 jewellery stores and 12,000 associates nationwide.

For Helzberg Diamonds, selling the idea of love, is kind of a big deal since more than 60% of the company's new customer base and 40% of its annual sales come exclusively from bridal / engagement jewellery sales. Bridal rings are often the gateway purchase for sales associates to convert a first-time shopper into a life-long customer.

The problem? Current changes in the...

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